Volvo to focus on building model brands

Volvo: launching ad for V40 model this month
Volvo: launching ad for V40 model this month

Volvo is looking to develop the identities of its individual models, in an effort to carve out a more differentiated positioning in the luxury sector.

The Swedish marque, now owned by Chinese manufacturer Geely, is to launch a global campaign for its V40 hatchback under the line ‘It’s not everyone. It’s not anyone. It’s you’. The ad, by Volvo’s global ad agency Arnold, will break later this month.

It has also rolled out a promotion for its V60 plug-in hybrid model, using the line ‘Switch to Volvo’, under which the brand transformed eight sites across Europe for customer events.

According to Richard Monturo, the vice-president of marketing at Volvo, the marque will position itself more explicitly as a Scandinavian luxury carmaker.

‘We need to focus on what makes us different to a Germany and a Japanese carmaker, bringing those Scandinavian elements – really clean design, natural materials, an emphasis on societal progressiveness – we believe are things which will set us apart,’ said Monturo.

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